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My SEO presentation at Traverse Events, Brighton, UK. 20th April 2013
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  • This presentation is to give you a flavour of recent times in SEO,What has happened in the search scapeWhat has happened to the ever changing My D setup and SEOAll in about 20 to 25 minutes. Max.I will be doing more on this and the topics covered in the workshops.
  • Doing SEO for 13 year, before SEOFrom Dotcom, start-ups that have become big to high street retailing and ecommerce giantsAcross retailing, intermediaries to marketplacesI love my technical SEOI personally take a holistic, user centric and pragmatic approach to SEO and web strategy. I believe in solid, long term plans that are less prone to fluctuations when search engines make their changes. I genuinely believe My D is doing the right thing for consumers.======================================
  • Put up if you have have a website? Keep up if you are getting the traffic, conversion and actions they want?Who has a marketing plan, and does it contain digital? Who wants more? And do you measure the results and improve?
  • I think in 2012 many people have banded around the words Panda and Penguin.What did they bring to the party?
  • Venice – was about local. This should favour some other tech developments that we will talk about soon.=================EMD means that more affiliate sites and long hyphenated domains should have gone.====================
  • I read Google’s official updates / release notes and try to decode what they mean.Here are some key themes. These too have had an affect on us, and many other far bigger and more established sites.The world we knew 2yrs ago has changed. We need to be agile and adjust.=====================================First of all Panda named after a lead engineer Pandu is a step change away from their previous algorithm.They used human focus groups to manually rate selected website and surveyed them. This included the amount of text, location of advertising, including their own networks, slow sites, and a series of editorial questions. Which I and Kirsty will walk you through in the workshops.We know this from leaked “Raters handbooks” and some of the Google’s own PR.They took this qualitative data and then tried to make an algo to copy the answers. Then did A/B tests to check. Then rolled out top the English speaking world.There have been many Pandas, Cubs and there are still more to come. Along side this there have been many other releases. They say in 2012, >600 and more to come before Christmas.>22 Panda releases so far and counting.=================================So Panda was onsite.Penguin was offsite. A purge of spammy links. And unnatural link profile – more in workshops=================================There are patents and other documents that talk about personalisation and local.If you do a search and the person next to you does a search, they will be different. Remember the previous variables. Well add 57 extra variables from your machine. From desktop to mobile. To your Geo coordinates, other apps you have installed on your phoneThe world gone personal and local in the name of relevance. ===============================
  • This presentation is to give you a flavour of recent times in SEO,What has happened in the search scapeWhat has happened to the ever changing My D setup and SEOAll in about 20 to 25 minutes. Max.I will be doing more on this and the topics covered in the workshops.

My SEO presentation at Traverse Events, Brighton, UK. 20th April 2013 Presentation Transcript

  • 1. Locally informed, globally inspiredSearch Engine OptimisationAdrian Land at Traverse 1320th April 2013Head of Inbound Marketing at My Destination@adrianland |adrianland.co.uk | mydestination.com
  • 2. What is SEO today?To demystify Pandas, Penguins and BotsRelationship of SEO, Social Media and Content5 practical SEO things to do todayWhat are we going to talk about today?@adrianland | adrianland.co.uk
  • 3. @adrianland |adrianland.co.ukWho am I? rel=me:adrianland
  • 4. Who has a website? Do you do any SEO?
  • 5. • Understand your audience• Provide what they want• ProfitablyIts just marketing…@adrianland | adrianland.co.uk
  • 6. What are SERPs and SEO?“The process of improving the volume and/or quality of traffic to a web site ora web page via ‘natural’ or unpaid practices”Personalised SERPs based on your search history, your open graph, your socialmedia interactions, thematically related search, ‘suggest’/’instant’, and nowyour other Google products & services you use@adrianland | adrianland.co.uk
  • 7. But the mission is still the sameTo give the best, most relevant resultsOh, and to show advertising to loyal customersSearch is evolving all the time@adrianland | adrianland.co.uk
  • 8. And the types of answers have evolved@adrianland | adrianland.co.uk
  • 9. • Search is getting very specific– Types: Websites, Images, Maps, Shopping, Blogs, Video, Places, Discussions,Academic, Patents etc.– Frequency: By hour, day, specific date, years– Location: Given and implied• Search isn’t just Google anymore. What about YouTube, Facebook etc.• 3 types of keywords– Brand / Navigational– Transactional– InformationalKeywords imply users intent and needs!Therefore keywords = Marketing65% of sessions online start with a search@adrianland | adrianland.co.uk
  • 10. >200 to >500 ranking factors** Depends on who is guessing@adrianland | adrianland.co.uk
  • 11. 2 starter guides to SEO2 resources for you embedded in this presentation or you canfind them on the web.5 practical things to do coming upSEOMoz’sSEO starter guideGoogle’sSEO starter guidehttp://bit.ly/11CBhC1http://mz.cm/115lSbT@adrianland | adrianland.co.uk
  • 12. What is SEO today?To demystify Pandas, Penguins and BotsRelationship of SEO, Social Media and Content5 practical SEO things to do todayWhat are we going to talk about today?@adrianland | adrianland.co.uk
  • 13. Then these 2 cute little animals turned up to the partyDates: http://searchengineland.com/google-panda-update-25-seems-to-have-hit-151732
  • 14. They then went on a local trip to EMD!@adrianland | adrianland.co.uk
  • 15. Key themes – step changes & personalisationPanda:Onsite: Code & Content. Health and hygiene of site, IA, keyword [over]optimisation, andinbound links. Manual review surveys, then programmed. Step change from algo/pastPenguin:Offsite: Purge of ‘spammy’ links. Re-inclusion requisition, Disavow, DMCA reportingLocal & Mobile (including Venice):Queries that contain a location, and what device you are on and where you arePersonalisation:SERPs display affected by Social, open/knowledge graph, freshness, authorshipQuery intentSpam clean up:Exact Match Domain name and more ‘thin content’ purgeOther:Site performance, Snippet site-links, Snippet updates, the Onebox/Answers,SERPs MVTs, spelling & autosuggest, DMCA/copyright, Voice search, 13 morelanguages, Tools e.g. GWMT, Rich snippets, Insights@adrianland | adrianland.co.uk
  • 16. If you run a quality websiteWith unique, quality textThat has a following, is social and referred toThat is frequently updatedThat has the information that users wantYou should winIf you don’t you won’t!Why does that matter?
  • 17. What is SEO today?To demystify Pandas, Penguins and BotsRelationship of SEO, Social Media and Content5 practical SEO things to do todayWhat are we going to talk about today?@adrianland | adrianland.co.uk
  • 18. They are all related, they need each other.SEO, Social media & ContentSEOSocialContentSitearchitecture &hygiene@adrianland | adrianland.co.uk
  • 19. What is SEO today?To demystify Pandas, Penguins and BotsRelationship of SEO, Social Media and Content5 practical SEO things to do todayWhat are we going to talk about today?@adrianland | adrianland.co.uk
  • 20. 1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that content to build relationships &links5 SEO things you can do today@adrianland | adrianland.co.uk
  • 21. • Verify your site & log in daily/weekly• If you have any problems you will get a message• Health– Check crawl errors, and fix– Crawl stats and improve– Fetch as Googlebot to test indexation of specific pages• Traffic– Search queries – what terms and their rank and CTR– Links to your site – see the latest inbound links• Optimisation– Sitemaps – check your indexation status for key pagesGoogle.com/webmasters@adrianland | adrianland.co.uk
  • 22. 1. Use Google’s own Webmaster Tools2. Analytics & Insight using GA dashboards3. Keyword Research4. Content5. Use that content to build relationships &links5 SEO things you can do today@adrianland | adrianland.co.uk
  • 23. • Setup filters to show you different sections of your site• Set up multiple dashboards• Automate their delivery by format and to whom• Measure against objectives• By entry pages, by referrer and keywordGoogle.com/analytics
  • 24. 1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that content to build relationships &links5 SEO things you can do today@adrianland | adrianland.co.uk
  • 25. • It is a science mixed with experience and commonsense – think LIKE a recipe where you customise totaste• 2 free tools– Google insights– Google adwordsKeyword research@adrianland | adrianland.co.uk
  • 26. Google Trendshttp://www.google.com/trends/Use to find trends over time.Shows keywords, topics bylocationCan use for spelling e.g. Mallorcaor Majorca, Holiday versusVacationDefault is WorldwideCan refineCan focus by geography@adrianland | adrianland.co.uk
  • 27. Google adwords toolFunny URL, so can’t bookmark – use this phrase to find itevery time@adrianland | adrianland.co.uk
  • 28. 1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that content to build relationships &links5 SEO things you can do today@adrianland | adrianland.co.uk
  • 29. Work on your content• Make your content great• Make it relevant andengaging• Quality – “panda questions”• Gentle keyword usage• Make it shareableTypes of ContentTell a story, Interviews, RantsInfographics, music,Case-study/research, What ifsPredictions, Stupid and FunnyContests, Deals, NewsComparisons, ReviewsHow tos, Polls and surveysResource centres &Lists - digests@adrianland | adrianland.co.uk
  • 30. The “Panda” questions from GoogleWe, and the bots, want quality content – real content, not automated,not duplicate nor “thin” content. Here are some questions from Googleto think about when planning your content. Our content team use this too• Would you trust the information presented in this article?• Is this article written by an expert or enthusiast who knows the topic well, or is itmore shallow in nature?• Does the site have duplicate, overlapping, or redundant articles on the same orsimilar topics with slightly different keyword variations?• Would you be comfortable giving your credit card information to this site?• Does this article have spelling, stylistic, or factual errors?• Are the topics driven by genuine interests of readers of the site, or does the sitegenerate content by attempting to guess what might rank well in search engines?• Does the article provide original content or information, original reporting, originalresearch, or original analysis?• Does the page provide substantial value when compared to other pages insearch results?Source: http://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
  • 31. Continued…• How much quality control is done on content?• Does the article describe both sides of a story?• Is the site a recognized authority on its topic?• Is the content mass-produced by or outsourced to a large number of creators, or spreadacross a large network of sites, so that individual pages or sites don’t get as much attention orcare?• Was the article edited well, or does it appear sloppy or hastily produced?• For a health related query, would you trust information from this site?• Would you recognize this site as an authoritative source when mentioned by name?• Does this article provide a complete or comprehensive description of the topic?• Does this article contain insightful analysis or interesting information that is beyond obvious?• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?• Does this article have an excessive amount of ads that distract from or interfere with themain content?• Would you expect to see this article in a printed magazine, encyclopedia or book?• Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?• Are the pages produced with great care and attention to detail vs. less attention to detail?• Would users complain when they see pages from this site?@adrianland | adrianland.co.uk
  • 32. 1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that content to build relationships &links5 SEO things you can do today@adrianland | adrianland.co.uk
  • 33. • Link building is stillimportant• Links should be forUsers and SE’s alike• Find sites andcommunities andreach outRelationships and Link buildingFind sites– known to you, through social, or advGoogle searchesLog their details– Contact details OR twitter (private list)OR EmailIdentify and reach out as a local expert– Understand their offering BEFORE youcontact– Tweet them – you want to engage NOTpitch– Be honest– Build a rapport and relationship withthem firstThen… and be discreet– Share their posts– Offer to write some original andcompelling content for them– Offer information or education (ifappropriate)– Tweet your content or imagery – keep itpersonal– Ask if you can meet up@adrianland | adrianland.co.uk
  • 34. Plus one more@adrianland | adrianland.co.uk
  • 35. • Author rank is coming – great for peoplewho produce content• Great if you contribute to multiple locations• You should add G+ to your sites,• Use rel=publisher and rel=author tags• And add sites to your profile• G+ acts as a catalyst that helps up rankingsin search engines – use as part of youronsite socialisation• There is no standard search anymore, G+does influenced personalised searchGoogle + is going to be massive@adrianland | adrianland.co.uk
  • 36. Google+Profile PageGoogle+Company PageWebsiteContent byAuthor nameAuthor Biorel=authorYour ownblogYoursocial accsYour localpressYour guestpostingHow it works@adrianland | adrianland.co.uk
  • 37. Questions
  • 38. Locally informed, globally inspiredSearch Engine OptimisationAdrian Land at Traverse 1320th April 2013Head of Inbound Marketing at My Destination@adrianland |adrianland.co.uk